Advertising sign



Jan. 17, 1939. J. TADDONIO 2,144,397

VADVERTISING SIGN Filed Feb. 9, 1938 4 Sheets-Sheet l jvwenz or mm w m x w m: 9 h a n: 1 W w n W u n a Jan."17,l939. J. VTIADDONIO 2,144,397

- ADVERTISING SIGN Filed. Feb. 9, 1938 4 Sheets-Sheet 2 eff 1.7 o r o 56 3 4; iii-55:: i

Jan. 17, 1939.. J. TADDONIO ADVERTISING SIGN '4 Sheets-Sheet 5 Filed Feb. 9, 1938 1/ 1 Jam -i-l-ig J. TADDONIO 2,144,397

ADVERTISING S'IGN Jan. 17, 1939.

Filed Feb. 9, 195a 4 Sheet s-Sheet 4 14 f v W .10 1P Ina/,6?

Patented Jan. 17, 1939 UNITED STATES PATENT o Fics 2,144,397 ADVERTISING SIGN Joseph Taddonio, East Boston, Mass. Y I Application February 9, 1938, Serial No; 189,600

25 Claims.

This invention pertains to advertising signs such as are designed to be supported at a substantial elevation, for instance projecting from the wall of a building or otherwise suspended over the sidewalk above a shop door, shop window or the like,--one object of the invention being to provide ready means whereby such a sign or at least essential portions thereof may be lowered to or near the sidewalk level for repairs or for other manipulation or change of its constituent'parts, and then may be restored to normal position so that such repairs or manipulation of parts may be performed easily and without recourse to the use of ladders.

Since signs of this type are often very'heavy, it requires substantial effort to raise them to place, and a'further object of the'invention is to provide improved means for safely and easily raising and lowering such a sign or the operative elements thereof and for positively locking it in normal position after it has been raised.

'Signs of this general type are often of substantial length, and a further object of the invention is to provide raising and lowering means such that the sign will remain level at all elevations and when raised fully'will reliably assume the proper position for exhibition.

Signs ofthis kind frequently make useof electrical current, either for illumination or operation of movable display parts, or both. When such a sign is designed to be lowered from nor- 7 mal position to the sidewalk level, for example,

a distance which may be twenty feet or more, it is not always possible or convenient to provide a flexible conductor of the proper length to maintain the circuit intact in all positions of the sign. A further object of theinvention is to provide improved means operative automatically to close the circuit when the sign approaches normal position, but to break the circuit when the sign is lowered.

Modern signs frequently include complex mechanism, delicate and expensive parts and materials, etc., which must be protected from the'weather, and a further object of the invention is to provide a sign so devised that if the moving parts, display elements, etc., must at times be lowered for easy access, they are, nevertheless, fully and adequately protected from the weather.

When the sign includes as an element an end less supporting belt designed to carry the display cards or the like,particularly when such cards are interchangeable, it is desirable to be able to move the support either forwardly or backwardly at will when the sign is lowered thereby to-permitdisplaycards or other elements to beexchanged at any part of the belt, without necessitating the removalof the belt, and a fur-- ther-object of the invention is to provide means whereby the belt may thus be moved.

It has been found difiicult'to move an endless display belt so as to maintain the display -ele- -ments vertical, particularly when such elements areof substantial size, and a further object of the invention is toprovide a sign so devised and arranged thatthe belt may be moved with the displayelements in substantially horizontal position,-although'the characters upon said elements appear-vertical when viewedby an observer with the sign-in its normal position. 15

Further objects of theinventionare to provide a'sign'of the'class described so devised as to permit simultaneous display of different moving exhibits at its opposite sides; to provide adequate and 'efiicientmeansfor actuating such moving exhibits; to provide for equalizing the tension on a moving display exhibiting belt so as to insure its proper travel about the guiding and driving rolls; and otherwise generally to provide a sign of improved' character and construction. These and .other objects and advantages will be more fully pointed ,out -in .the following more detailed description and byreference tothe accompanying' drawings wherein Fig. 1 is aside elevation, with certain parts broken away, illustrating the improved sign mounted to project from avertical surface, for example the wall of a building, but with the support for the display parts partially lowered;

Fig. 2 is a transverse vertical section through the housingwhichforms the upperor stationary part of thesign;

Fig. '3, is a fragmentary elevation illustrating mechanism useful in raising and lowering the movable support;

,Fig. 4 .is afragmentary transverse section to larger scale than Fig. 2 showing the support for the display mechanismhoused in the upper stationary part;

Fig 5 is anelevation of one side of the vertically'movable support with portions of the display mechanism carried thereby;

Fig. 6 is a view similar to Fig. 5 but showing the other'side of thevertically-movable support, the display belt being omitted;

Fig. 7' is a fragmentary plan view illustrating improved tension equalizing means for the 'endless ban'd;

Fig.8 is a fragmentary plan view showing parts of tension regulating means for the conveyor belt;

Fig. 9 is a diagrammatic perspective belt illustrating the endless, card supporting display belt and the parts which carry it; 7 I

Fig. 10 is a side elevation of a device useful in manually raising and lowering the sign support; and V Fig. 11 is a fragmentary plan view illustrating Referring to the drawings, the numeral i (Fig. l) designates a structure having a substantially vertical side wall, for example, the front'of a shop.

or other building on which the sign is to be mounted. In accordance with the present invention the improved sign comprises a housing. 2

(Figs. 1 and 4) which is supported by means of .rigid struts 3 and i suitably anchored ,in the structure I, and projecting horizontally outward- .ly from the latter. These struts 3 and 4 may be 7 steel channel bars, angle'bars or the like, and

their outer ends preferably constitute portions of the frame of the housing 2; This housing is furnished with a weatherproof roof of any suitable construction and material andpreferably has closed ends 6, but is open at its bottom and is furnished with sight openings 1 and 8 in its- 'vertical side walls These sight openings 'may be provided, if desired, with glass or other transparent panels.

Normally the bottom of the housing'is closed by the support 9 which carries thedisplay mechanism of the sign. This support 9 may be of any.

suitable, rigid material, for example, wood or metal. Whenin its normal position the Supp rt is positively locked inplace so that it can not accidentally drop from thehousing by means of bolts 19 and II, arranged to slide in guides on the bottom of'the support, and which normally overlap the upper edges of the struts tor enter socket openings in such struts, as'may be preferred. The bolts 10 and II are connected by links .lZto

a cam disk fixed to 'a rotary stub shaft l3,'having a slot 13 for the reception of an actuator. by

. means of which the shaft and disk may be turned manually for retracting or for projecting'the bolts. An actuator suitable for this purpose is illustrated in Fig, 10 and comprises a rod [4 of'a length sufiicient to reach jfromthe ground up to the shaft IS, the rod having a hook ['5 or other suitable device at its endfor engagement in'the slot [3 and having handles I6 and I! at its opposite end whereby it' may be held and rotated manually. Preferably,'in order to provide proper momentum for turning the actuator H), a balance wheel l8 may be secured to the rod M.

A shaft l9 isjournaled in the upper part of the housing 2, the axis of the shaft l9 extending 1ongitudinally of the housing and preferably substantially. midway of thewidthof the housing and in the space immediately belowthe roof 5.

ator shown inFig. 10 By engaging the hook l5 in the slot 23 and then turning the'handle I6, the shaft l9 may be slowlyrotated, but by reason of the worm and gear mechanism, the shaft can not turn rapidly so as to allow the display mechanism accidentally to drop from the housing. Obviously if desired an electric motor supported for example on the struts 3 and suitably protected from the Weather, may be arranged to drive the shaft I 9 through proper reduction gearing, the motor circuit being controlled by a switch located at any convenient point.

In order to counterbalance the display mechanism, a long coiled spring 24 is arranged upon the shaft i9 within the housing, the spring being i secured at one end to a collar 25 fixed to the shaft means for locking the support in normal position.

and having its other end 26 secured to the housing. This spring has a sufficient number of turns to permit the display mechanism tobe lowered Qfrom the housing to the desired extent without 'unduly increasing the resistance offered by the spring, but on the other hand, the spring tends to counterbalance the weight of the display mechanism and to make it easier to restore the display mechanism to its normalposition after ple'in Figs. 2 and 4, the'suspensi'on elements 28 V and 29 of each pair are so wrapped about their respective drums that when the shaftis turned, both suspension. elements of both pairs willbe wound up or paid out at substantially the same rate, according to the direction in which the shaft is turned, thereby raising or lowering the support while keeping it level at all elevations. The suspension elements 28 and 29 (Fig. 4) extend outwardly from the drumsand about guide pulleys 30 and 3| at the upperparts of the side wallsof the housing, and thence extend down along said of the housing. 7 I The sup-port 9 is preferably provided with a centrally disposed, vertical septum 30 substantially in the verticalfplane of the axis of the shaft I9. At its opposite ends this septum is provided with guide fins 3| and 32 (Fig. 6) which are designed to-b'e received in vertical slots 33 (Fig.2) atopposite ends of the housing. These slots 33 are preferably formed'by spaced parallel angle bars 34 whose lower ends diverge as shown at 35 (Fig. 2)- so as to provide a flaring entrance for the receptionfof the upper ends of the fins 3| and 32 as the support 9 is moved intothe housing. I The support 9 preferably. carries a removable protective casing comprising'a top 36 (Fig. 4), end walls, and vertical side walls 3! and 38, the-latter having large view openings through which the display elements within the casing may be seen. Preferably, theseview openings in the easing. are provided with glasspanels 3.1%v and 38, so as to give adequate protection to the display mechanism, even when the support 9 has been lowered from the housing. The end walls of the casing are preferably furnished with screened ventilating openings protected by louvres at the outside of the casing, suchropenings being desirable to prevent overheating of the interiorof the casing by radiation from the lamps. Preferably the top wall 36 of the casing has an elongate slot for the reception of the upper-edge of the septum *agicaeav 30 and the edges of .this opening are. provided withoweather strips, for examplestrips of rubber so astoprovide a tight seal-and avoid any possibility that rain will enter the casing.

The support also carries a motor 39, preferably an. electric motorghaving a pulley My (Fig-6) 'in the septum 30. At the end of the-shaft'43 opposite to that which carries the-pulley 42' there is fixed another pulley 12 (Fig. 5).

- At opposite sides of the septum 30 are arranged elongatesupports 45 and 45 respectively; (Fig.

4), upon which are mounted parabolic reflectors 46 and '46 having light sources ll 'andfl at their respective foci. These lightsources may each "consist of one "or more incandescent lamps, preferably lamps of the elongate tube type." The upper side ofeach reflector is normally closed by a light-transmitting guide or rest "48 "and-"48 re-- spectively, such guides orrests'prefera-bly being plates of glass. These guides may be wholly transparent if desired, although his preferred to employ material of a "light-diffusing character such, for example, as frosted glass. If desired, either these rests 48 and 48 orthe light sources, orboth, may be of such material or character-as to provide a colored illumination for the display elements. I

Each of the rests '48 and 48*, respectively, is designed to support a horizontal run -49 (Figf-9) of an endless display carrier belt 49*, for example of the kind more fully disclosed in my copending application for patent, Serial No. 148,716; filed June 17, 1937, such-carrier belt being designed to receive a series of display elements 50, forexample cards or other substantially flat'sheet-like parts having display characters'th-ereon or therein, for example, characters consisting of series of perforations in thesubstance ofthe displayelement.

7 Below each of the supports and 45 re'spec i tively, there 'is arranged a horizontal frame 5lor 51*, respectively, carried by suitable brackets 52 or 52*, each frame having at one end a horif zontal shaft 53 or 53 respectively-on which is mounted a large pulley 54 or 54 respectively; and also a roller 55 or 55 respectively." At the opposite end of each horizontal frame 5-! or 5| there is arranged an extension frame 56 (Fig. 8) adapted to slide horizontally and carrying a guide roll 51. This extension frame is urged outwardly by means of coiled springs embracing suitable guide pins 58 mountedto slide in openings in frame member SPF. Preferably one of theseguide pins, for example, the pin 59,-may be moved longitudinally by means of an adjusting lever 60 pivoted at BI and having an opening for the reception of a screw-threaded post 62 which is engaged byan adjusting nut '63. By turning the nut 63 the lever 60 maybe swung about its pivot 61 and thus the extension frame 56 may be canted slightly so as toswing the axis of the roll 51. The rolls 55 and'51 (Fig. 9),for example, constitute-supportsfor anendless flexible conveyor C having a substantially horizontal run 0 which forms a support for the inactive portion of the display carrier belt 49 The tiltable extension frame 56 provides not only for tensioning the endless conveyor belt, but also provides means whereby said belt may beso relatively tensioned at its opposite edges as to cause itto run true on its rollers 55 and 51.

, The pulley 54which turns the conveyor roll 55, is embraced by ':a cross belt 64 which passes about .a pulley on a shaft '65 (Fig. 6) journaled in a frame 66 (Fig. 7) carried by the support 9. The shaft also carries a pulley 61 (Fig-.=6) which is embracedby an open belt 68 which is trainedabout a pulley fixed on the shaft 43 closely adjacent to the pulley 42.

The shaft 65 (Fig. 7) carries a' drive roll 69 located adjacent to one end of rest 48 for the endless display conveyor: belt 49%, the latter also passing about a roll 10 (Fig; 6) journaled adjacent to the other end of the rest 48 and having associated therewith a weighted roll 1| designed to smooth out the display belt 59* as the latter moves upwardly and onto the rest 48.

In order to assure the true running of the display carrier belt 49 over the pulleys 69 and '10,

there is provided a roll 'lz journaled in a tiltable frame 13 adjacent to the roll 69, the frame 13 being urged toward the roll 69 by means of a leaf spring 14. This frame may be tilted so as to change the angle between the'axis of the roll 12 and that of the roll 69 by means of relatively adjustable screws 15, so as to cause the roll l2 to pinch'the'display carrier belt adjacent to one edge or the other and thus to cause the belt to be biased in its travel toward one or the other end of the roll 69 thereby to center the belt properly. It is to be understood that belt driving and guiding rolls like the rolls '69 and Ill, t'o-. gether with belt adjusting means such as shown in Fig. '7, are arranged at the opposite side of the septum and cooperate with a belt like the belt 49 whose horizontal run is guided by restl8 second roll belt'driving roll is carried by a shaft (i5 (Fig. 5) having a pulley 67 driven by a crossed belt 68 passing about pulley 42 For guiding the belt as it moves toward the roll 10, suitable flexible smoothly curved guide I members 13* are mounted on the support 9, and for straightening outthedisplay belt as it approaches the roll 10, brushes 14* may be provided.

Adjacent to each end of the septum 3t thelatt'er is provided with racks 15 having vertically spaced slots 15 designed selectively to receive the lower edges of horizontally elongate-reflectors 11, H respectively, which overhang the rest 48 and 48 These reflectors diverge upwardly and outwardly from each other and are connected'to the upper part of the septum 30 by means of rods 18 of adjustable length whereby the angle of inclination of the reflector may be varied at will. These reflectors may be of any suitable material, but preferably are of metal and are preferably cylindrically curved. If desired, provision may be made for varying the curvature of these concave reflectors.

An insulated distributor box 79 (Fig. 6)' is mounted 'uponthe' septum 30 and provides suitable sockets or the like for plugs at the ends of conductors designed to supply current to the lamps, 41 and the motor 39. Conductors also lead from the box 19 to a pair of vertically elongate contact plugs 80 having tapered upper ends fixed to the guide fin 32 of the septum. These contact plugs are designed, when the supportis in normal position, to engage complemental sockets 8| (Fig. 1) carried by the housing and to which suitable conductors lead from a source of electrical-energy. The contacts 89 and 8| are so designed that when the support 9 is lowered from out the housing they automatically separate, "but when the support is returned to its This 4, current is supplied to the lamps and to themotor 39. By means 'of the belt connections de.

scribed the motor constantly rotates'the rolls 69 (Fig. 9) and thereby moves the horizontal run 49 of the display belts 49* along the rests 48 and 18 respectively toward the left as viewed in Figs. 5, 6 and 9. As the display elements 50 move along these rests they are illuminated by the light sources 41 and 41 and theimages of these 1 display elements are projected against the concave, surfaces of the reflectors Ti and 18 and by the latter are reflected downwardly and outwardly through the transparent panels 3! and 38 in the casing'and through the openings in the side walls of the housing so as to be visible to persons approaching the sign from-either direction. Obviously, display elements exhibiting different characters may be provided atjo'pposite sides of the septum if desired. It Willbe noted that the display elements Eli are horizontally disposed in moving along the rests 48 and 48 and thus it is readily possible to use display'elements of very, substantial area even though they may be thinandflexible, although as viewed-by the observer the characters or other display features appear in upright position. I

If it be necessary to change the display characters or otherwise manipulate the display mechanism, the entire display mechanism mounted upon the support 9 may readily be lowered from the housing to a convenient position, for example, to the sidewalk level. To accomplish this the actuator shown in Fig. .10 is, first applied to the shaft l3 and rotated so asto retractv the bolts I0 and II, and is then applied to the shaft 23 and rotated so as to turn the shaft l9 and thus allow the suspension elements to ,unwind'and permit the support 8 to move downwardly out of the housing, the weight of the partsbeing nearly but not quite counterbalanced by the spring 2 4. When the support 9 has been lowered to convenient position, it may be supported upon any suitable slightly elevated support or allowed to rest upon the ground if preferred. The operator then lifts the protective casing from over the display mechanism and is then free to charge the display elements 50, if desired, or to make repairs or adjustments such as may be deemed desirable, the

parts being readily available for this purpose.

For convenience in movingthe display carrier belt when the support has thus been dropped from out of the housing (the motor thenno; longer being supplied with current) the pulley 6'! may, if desired, be provided with a socket for the reception of a handle 82., so that by throwing the drive belt 68jor 68* off the pulley, the drive roll 69 may readily be turned, therebyto move the display belt along and allow the operator to have access to its entire length.

When the changes or repairs have been made,

7 the shaft 23 is again rotated to wind up the sus-- pension elements, and when the support has been restored to normal position, the bolts H and 12 are again projected to lock it in position. 7

While certain desirable arrangements of parts have been describedwhereby conveniently to obtain the objects of the invention, it is to be under-, stood that the invention is not necessarily limited to the precise construction .herein' specifically disclosed but is tov be understood osbroadly inclusive .of any and all equivalent constructions such as; fall. within the claims. Y

Iclaimz 1. A sign of the class described comprising a stationary housinghaving a weatherproof roof scope of the appended but open at'its bottom, a display support nor:

mally substantially closing the open bottom of thehousing, and means for raisingand lowering the display support, said raising and lowering means comprising 'ashaft journaled' in the hous ing, flexible suspension means connecting the support to the shaft and arranged-to wrap around the shaft as the latteris rotated, and means for rotating the shaft. 7 V l i 2. A sign of the class described comprising a stationary housing open at its bottom, a display support normally substantially closing the open.

bottom of the housing, means for raising and lowering the display support comprising a shaft journaled in the housing, flexible suspension means connecting the support to the shaft and arranged to warp'about or" to unwrap fromthe shaft as 7 carried by the housing and support respectively for guiding the support as it moves up into the housing, and means for rotating the shaft cooperating parts carried by thehousing and-support respectively, for guiding the support as it moves up into the housing.

. 3. A sign ofthe class described comprising a housingand means for supporting it in substantially horizontal position, the housing being open at its bottom, a supportnormally closing the bottom of the housing, means formoving the support up and down at will, display exhibiting means carried by the support, said exhibiting means including parts which consume electrical energy, contact elements carried by the support and forming terminals of an electrical circuit for said energy-coinsumingp-arts, and complemental contacts carried by the housing with which the first contacts engage when the support is in operative position and from. which the contacts carried by the support automatically separate when the support is lowered, and'means for supplying electrical energy to the contacts on thehousing. I i 7 4.'A sign of the class described comprising a stationary housing having a weatherproof roof but open at its bottom, a display support normally substantially closing theopen bottom of the housing,and means for raising andlowering the display-support comprising a shaft journaled in the housing, flexible suspension means connecting the shaft with the support, means operative to turn the shaft thereby towind up or to pay out the suspensionmeans'so as to raise or lower the support, and means for positively locking the support in normal position.

5. A sign of the class described comprising a stationary housing open at its bottom, adisplay said suspension elements being connected to the support whereby rotationlrof the shaft in one and rigid bolt members operative, when the sup-- port-ifs in normal' position, to lock the support to thehdusing. v V

'Asi'gn' of-the. class described comprising a stationary housing-open at its bottom, a display supportinonnally substantially closingthe open bottom of the housing, and means for raising and" lowering the display support comprising a sliaft journaledin the housing, suspension means connecting the support to the shaft, said suspension means being constructed and arranged to be 'efiectively shortened or lengthened by rotationof' the shaft in one or the other direction, respectively, and a spring operative substantially to counterbalance the weight ofthe support and the parts 'carried thereby.

Asign of the class described comprising a stationary housing open at its bottom, a display support normally substantially closing the open bottomof the housingyand means for raising andloweri-ng the display supportcomprising a shaft j'ournaled in the housing, flexible suspension elements each secured at one end to the support and attached at'its opposite end to a part carried by the shaft soas to wrap about said part as the shaft is turned in one direction, andcounterbalance means within the housing operative-partially, at' least,, to counterbalance the weightoffthe support and the parts, carried hs rsign of the class described comprising a stationary, housing" open at its bottom, a display support normally substantially closing the open bottom of' the housing; andmeans for raising and lowering the displaysupport comprising a shaft journaled in the housing and suspension means connecting the support to the shaft, said suspension means beingso designed and arranged as to keepthe support substantially level at all elevations, and means forv rotating the shaft.

'9*. ,A' sign of the class described. comprising a display support, and means for raisingand lowering the display support comprising a shaft journaled in fixed bearings, suspension means for the support connecting the latter to the shaft, gearingfo-r turningithe shaft, and a manually operableactuatorf,-proyidedwith a balance wheel, for drivingthe gearing.

10. A sign of the class described comprising a normally elevated display support, and means for raising and lowering the display support comprising a shaft journaled in fixed bearings, a coiled counterbalance spring encircling the shaft, flexible suspension means connecting the support to the shaft, and means for turning the shaft.

11. A sign of the class described comprising a normally elevated display support, and means for raising and lowering the display support comprising a rotary shaft, a plurality of drums fixed to the shaft, pairs of flexible suspension elements, each element being connected at one end to the support, each suspension element being partially coiled about one of the drums, the elements constituting both pairs being coiled in the same direction about the axis of the shaft, and means for turning the shaft including a worm gear mechanism operative to prevent sudden descent of the support.

12. A sign of the class described comprising a normally elevated display support, and means for raising and lowering the display support comprising a rotary shaft, two pairs of drums fixed to the shaft, a pair of ribbon-like flexible suspension element's correspondingtoceach pair of drums, eac-h -suspension el'ement of each pair being secured'at one'end' to'one of the drums of the corresponding pair, all of said elements being partially wrapped -in the s ame direction about the drwnsto which they aresecured, the free ends oft-he suspension elements being attached'to the respective corners of the support, and means for rotatingthe shaft, andreleasable means for holding the support normal position.

1'3-.- A signio-f' theclass described comprising'a housing and'means for supporting it in substantially horizontal'position, the'housing being open at its-bottom and having view openings in its oppositesides, a support normally closing the bottom' of the housing, means for moving the support up and: down at will, the support having a pair of upwardly and-outwardly diverging reflectors, and display mean'sso arranged beneath the respective'reflectors that an image of said display 'means visiblethrough the view openings in the s'i'desof'the housing when the support is in normal position.

14. A sign of the class described comprising a housing and means for supporting it in substantially horizontal I position, the housing having view openings in its opposite sides, a support normally disposed within thelower part of the housing, the "supporthaving a centrally disposed, substantially vertical septum, a pair of'divergent re- 1 flectcirsextending upwardl-y'and outwardly from opposite sides of' the septum, and movable display means disposed beneath each reflector so as to be visible by reflection through the View openings in the opposite sides respectively of the housing.

15. A sign of the class described comprising a housing and means for supporting it in substantially horizontal elevated position, the housing having view openingsin its'opposite sides, a support normally disposed within the lower part of the housing, the support having a substantially horizontal rest fora display element, and reflector-means so disposed as to show a substantially upright image of a'hor'izontally disposed display element-resting" upon the support as observed through the view opening in the side of the housing: W 7

16. A signof the-class; described comprising a normally elevated support having a substantially horizontal light-transmitting rest for a display element, means beneath the rest for illuminating a display element carried by the support, and a reflector so arranged above the rest as to show an upright image of a substantially flat sheet-like display element horizontally disposed on the rest.

1'7. A sign of the class described comprising a normally elevated support having a substantially horizontal light-transmitting rest for a horizontal run of an endless display carrier, a light source beneath the rest, and an inclined reflector above the rest having a reflecting surface so arranged as to show an upright image of a display element moving along the rest.

18. A sign of the class described comprising a normally elevated support having a substantial- I 1y horizontal rest for a display element, means for illuminating a display element on the rest, and an elongate reflector above the rest, said reflector having a concave cylindrically curved reflecting surface.

19. A sign of the class described comprising an elevated housing and means for supporting it in substantially horizontal position, the houshousing.

closing the bottom'of the housing, and having a substantially horizontal light-transmitting rest,

for display elements, an inclinedrefiectorabove the rest, and means for adjustably, supporting the reflector whereby its angle of inclinationto the'horizontal may be varied. 7

20. 'A sign of the class described comprising a housing and means for supportingit in substantially horizontal position, the housing being open at its bottom and having view openings in its opposite sides, a support normally closing the bottom of the housing and having a substantially horizontal elongate light-transmitting rest for display elements, an inclined elongate reflector above said rest, means for adjusting the height of the reflector, and means for adjusting the angle of inclination of the reflector.

21. A sign of the class described comprising a housing and means for supporting it in substantially horizontal position, the housing being open at its bottom and having view openings in its opposite sides, a support normally closing the bottom of the housing, the-support carrying a casing'having view openings in its'sides Which normally register with the view openings in the housing,'means within said casingfor moving a series of substantially flat horizontally disposed display elements along a substantially horizontal path, means for illuminating the moving elements," and reflector means operative to show upright images of said elements through the openings in the casingandhousing.

- 22. A sign of the class described comprising an elevated housing and means for supporting it in substantially horizontal position, the housing being'openatits bottom and having view openings in its opposite sides, a support normally closing the bottom of the housing-a drive motor carried by the support, a pair of endless display carrier belts -mounted on the support, means actuable by the motor for moving said carrier belts simultaneously inopposite directions, display elements mounted on each carrier'belt, means for illuminating the display elements, andrrefiector' means operative to show images of the display elements on the respective carrier belts when observed through opposite view openings of the ing being open at. its bottom and having view openingsin its opposite sides, a support normally 23. A sign of the class described comprising an elevated housing and means for supporting-it'in' substantially'horizontal position, the housing being open at its bottom andhaving view openings in its opposite sides, a support normally closing the bottomi of the housing, the support having a} centrally disposed vertical septum, an end-,

less display carriermounted on the support at eachside, respectively, of said septum, substantially horizontal light-transmitting rests for horizontal runs of each carrierrespectively, aseries of substantially flat display elements secured to each carrier, said elements being disposed substantially horizontally when moving along the respective rests, drive means for simultaneously movin'gthecarriers in opposite directions, a light source beneath each rest, and a reflector disposed above each rest. soarranged as to show an upright image of display elements moving along the rest when observed through the view opening in the corresponding side of the housing.

24. A sign of the class described comprising a housing and means for supporting it in substantially horizontal position, the housing being open at its bottom and havingview openings-in its opposite sides, a support normally closing the bottom of the housing, a drive motor mounted on the support, a pair of, substantially parallel shafts, connections from the motor for driving one at least of said shafts, aroller carried by each shaft, an endless conveyo'r'trained about said rollers, means for varying the position of the axis of one of said shafts whereby to bias the conveyor to run true about the rollers, an,

endless display carrier, and asubstantially horizontal rest for an operative run of said carrier, inoperativeportions of the carrier resting upon the conveyor so as to be moved by the' latter.

25. A sign of the class described comprising a 1 said shafts relative tothe other whereby to bias the belt to run true about the rollers.

JOSEPI-I TADDONIQJ 

